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→.co's Popularity in Context
===.co's Popularity in Context===
===.co's Popularity in Context===
.co is expected by many to be one of the most successful new [[gTLD]]s. Its similarity to .com is referenced as one reason, while its association with the words "company", "corporation", and "commerce" in many languages is another. .co's CEO, Juan Diego Calle, notes that unlike other [[gTLD]]s, .co is not marketed directly at a niche market. So, unlike .mobi, .biz, and .info, it is both globally recognizable and versatile.<ref>[http://www.thedomains.com/2010/05/16/everything-you-ever-wanted-to-know-about-co-our-exclusive-interview-with-the-ceo-juan-calle/ TheDomains.com]</ref>
.co is expected by many to be one of the most successful new [[gTLD]]s. Its similarity to .com is referenced as one reason, while its association with the words "company", "corporation", and "commerce" in many languages is another. .co's CEO, Juan Diego Calle, notes that unlike other [[gTLD]]s, .co is not marketed directly at a niche market. So, unlike .mobi, .biz, and .info, it is both globally recognizable and versatile.<ref>[http://www.thedomains.com/2010/05/16/everything-you-ever-wanted-to-know-about-co-our-exclusive-interview-with-the-ceo-juan-calle/ TheDomains.com]</ref>
Furthermore, "co" is already being used to designate "company" within [[third-level TLD]] extensions for [[ccTLD]]s; that is, .co.uk is already a recognizable brand for companies within the United Kingdom. Thus, much of the branding effort was done before .co Internet took the extension to the open market.<ref>[http://www.thedomains.com/2010/05/16/everything-you-ever-wanted-to-know-about-co-our-exclusive-interview-with-the-ceo-juan-calle/ TheDomains.com]</ref>
===Publicity===
===Publicity===
The excitement surrounding the general availability of .co has been demonstrated in a number of ways. [[GoDaddy]] was reported to be preparing to specifically push its .co domains through its advertisements, with particular hype surrounding its role in [[GoDaddy]]'s notorious Super Bowl ads.<ref>[http://www.usatoday.com/tech/news/2011-01-16-godaddy-domain_N.htm]</ref> Indeed, GoDaddy's 2011 Super Bowl ad was billed to be the unvieling of the new ".co girl";<ref>[http://sullysblog.com/Lori-Anne-Wardi Sullysblog]</ref> the ad later surprised audiences by featuring the not-so-girly, Joan Rivers, as the .co spokeswoman.<ref>[http://www.cbsnews.com/stories/2011/02/06/sportsline/main7324624.shtml CBS News]</ref>
The excitement surrounding the general availability of .co has been demonstrated in a number of ways. [[GoDaddy]] was reported to be preparing to specifically push its .co domains through its advertisements, with particular hype surrounding its role in [[GoDaddy]]'s notorious Super Bowl ads.<ref>[http://www.usatoday.com/tech/news/2011-01-16-godaddy-domain_N.htm]</ref> Indeed, GoDaddy's 2011 Super Bowl ad was billed to be the unvieling of the new ".co girl";<ref>[http://sullysblog.com/Lori-Anne-Wardi Sullysblog]</ref> the ad later surprised audiences by featuring the not-so-girly, Joan Rivers, as the .co spokeswoman.<ref>[http://www.cbsnews.com/stories/2011/02/06/sportsline/main7324624.shtml CBS News]</ref>